FIFA Trophy Tour
Through this program, we set out to reframe the iconic FIFA World Cup Trophy as a symbol of unity and cultural connection—not just football excellence. The multi-stop international experience invited fans and newcomers to engage through immersive storytelling, local talent, and celebration, with the Trophy at the heart of it all. One standout element I directed was a global, bracket-style, social-driven art contest. At each stop, we partnered with local artists and encouraged fans to submit original work using a custom hashtag. Winners advanced through community voting, with the ultimate prize: tickets to the World Cup.
-
The project aimed to transform the FIFA Trophy Tour into a world-class entertainment experience that reaches far beyond traditional football fandom. The objective was to drive deeper cultural relevance, grow a more diverse global audience—especially among women and younger fans—and reignite commercial interest through innovative engagement opportunities. By making the Trophy more accessible and emotionally resonant, the tour helped position FIFA as a brand with broad lifestyle appeal, even outside of tournament season.
-
Rather than focusing solely on hardcore football fans, the tour targeted “social explorers”—individuals who are socially active, culturally curious, and eager to try new things. These are people drawn to meaningful experiences and likely to share them with their communities. They value diversity, are influenced by entertainment and pop culture, and are looking to be part of something bigger than themselves.
-
As the lead Art Director for the men’s FIFA World Cup Trophy Tour, I was responsible for shaping the creative vision and visual storytelling of the experience across its international footprint. Working within the constraints of a strict Qatar brand style guide, I navigated how to push creative boundaries while honoring visual consistency—translating strategic goals into concept-driven, culturally resonant design. From immersive installations to branded content and fan-forward digital moments, I helped ensure that the Trophy wasn’t just a photo op, but a narrative centerpiece that inspired global audiences. I collaborated closely with our account team, designer, motion designers, and project manager to bring the work to life with clarity, cohesion, and cultural relevance.
-
I collaborated with an international client services team based in Europe, alongside a multidisciplinary creative team spanning experiential producers, copywriters, motion designers, and environmental designers. Our work was deeply collaborative, shaped by cultural insights and grounded in the shared belief that football has the power to bring people together in meaningful, emotional ways.
Launch Video
Series 1: The Mechanics
To drive global participation, we launched a social-first video series breaking down how the contest worked. From how-to-enter explainers to prize spotlights and hashtag usage tips, these videos made it easy for fans to join from anywhere in the world. Clear, engaging, and localized, the content helped turn passive viewers into active contributors.
How it works
Prize Promotion
Hashtag Promotion
Series 2: The Alliance
This series celebrated the voices behind the art. We featured Q&As with football legends, captured their live reactions to fan submissions, and spotlighted local artist partners at each stop—our cultural allies who inspired and represented their countries. These videos created a bridge between community, creativity, and global football icons, underscoring the Trophy’s role as a unifier across borders.